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The B2B Marketing Playbook For 2018

Turn B2B Marketing Into A Customer-Obsessed Organization

The next wave of competitive advantage for B2B companies will come from taking swift action based on deepening customer knowledge and delivering what their customers want before their competitors...

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  • Report B2B Marketers Fail At Paid Search

    When Most Purchases Start With A Search — This Is Something You'll Want To Be Good At
    October 25, 2018 | Collin Colburn, Meredith Cain

    If you are a B2B company, you are likely failing at search or at least have a lot room for improvement. This is a problem, considering most B2B purchases start with an online search. Forrester...

  • Report Predictions 2019: B2B Marketing And Sales

    Leaders Embrace Full Life-Cycle Engagement
    October 25, 2018 | Caroline Robertson

    As B2B marketers increasingly lead the entire buying experience, they must establish a foundation of insights and pivot from campaign to engagement design that encompasses both digital and human...

  • Report The L2RM Center Of Excellence Helps Build New Roles, Skills, And Structures For L2R Success

    Organization: The Lead-To-Revenue Marketing Playbook
    November 27, 2017 | Lori Wizdo

    B2B marketing leaders are realizing that lead-to-revenue management (L2RM) is not just an opportunity to automate the existing demand gen program. L2RM standardizes, automates, and scales the...

  • Report Predictions 2018: Digital Disruption Is The New Normal For B2B Marketing

    Refine B2B Marketing's Remit To Meet The Demands Of The New Business Consumer
    October 5, 2017 | Lori Wizdo

    Historically, marketers in B2B companies have had less strategic influence than their compatriots in sales and product (e.g., engineering and manufacturing) roles. But in 2018, forces that have...

  • Report Hitting The Restart Button On Social Media

    Engage Buyers Across Every Stage Of The Life Cycle With New And Revised Tactics And Tools
    October 2, 2017 | Steven Casey

    After a promising start a decade ago, social media marketing is now stuck in a rut of diminished expectations. But dramatic changes in B2B buyers' behavior are reinventing social media as the...

  • Report Virtual And Augmented Reality For B2B Marketers

    Overcome Real Barriers To Success With Virtual Solutions
    September 20, 2017 | Steven Casey

    Virtual reality (VR) and augmented reality (AR) solutions are revolutionizing the way large and complex B2B products get marketed and sold — just as their 3D modeling precursors forever changed the...

  • Report Conflicting B2B Marketing Priorities Threaten To Derail Program Progress

    May 24, 2017 | Caroline Robertson, Laura Ramos, Jacob Milender

    B2B marketing leaders are gearing up to deliver on their expanded responsibilities despite overall static budgets in 2017. Our analysis of the Forrester Data Global Business Technographics®...

  • Report Making Programmatic Advertising Work For B2B Businesses

    Find What Technology, Data, And Media Partners You Will Need To Leverage Programmatic Advertising Successfully
    March 1, 2017 | Samantha Merlivat, Steven Casey

    The economics of online advertising have traditionally been ill suited for B2B marketers, who rely on targeted and lead-based communications more than mass reach. But programmatic media buying and...

  • Report Add Social Selling To Your B2B Marketing Repertoire

    It's Time For B2B Sellers To Fully Embrace The Channel
    February 7, 2017 | Mary Shea, Jacob Milender

    We are beginning to see business-to-business (B2B) social programs deliver on their early promise, with B2B marketers identifying social as a top-three demand generation tactic for building...

  • Report How To Design Communities For B2B Marketing

    A Guide To Creating A Community Strategy Using Forrester's CLICK Framework
    January 6, 2017 | Steven Casey

    Most B2B marketers understand that online communities can be a critical element of their overall customer engagement strategy, but too many struggle with choosing the right approach, sustaining...

  • Report Increase The Payoff For B2B Events With Digital Immersion

    Four Digital Best Practices Make Events More Contextual And Engaging
    January 4, 2017 | Laura Ramos

    In a post-digital world, business-to-business (B2B) buyers expect fluidity between digital and physical experiences. Representing the largest chunk of the marketing budget, events fail to take full...

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